Forbrug af Identitet: Om identitets konstruktioner og følelsesmæssige relationer til luksusprodukter

Katrine Holm Johansen

Student thesis: Master thesis


With the help of intense marketing and desirable designs, luxury fashion brands have created a lust for lavish consumption across cultures globally. The luxury goods are associated with exclusivity, style and wealth, which have made them ideal for selfpromotion. The high prices and desirable designs affect the way the consumers attach themselves to the products. This has created an emotional connection, which consumers often describe as a kind of love. However, is the physical product generating the material kind of love, or is it caused by something deeper and more personal? The objective of this thesis is to examine the product’s influence on the identity of the luxury consumer. This will be explored through two theoretical perspectives; the first relating to the consumer and the second concerning the strategies the companies employ in their creation of desire. In the theoretical sections concerning the post modern consumer, the focus will be on identity and the parts of the human mind that are affected by the expensive products, as well as these products’ ability to promote specific aspects of the consumer’s identity. The luxury industry’s marketing strategies of brand awareness constitute the theoretical sections concerning the company aspect. Here branding will be examined in relation to the concept of luxury and brand value. The House of Chanel is used as an example of the luxury fashion industry. The historical perspective of the brand will be reviewed shortly in relation to its founder Coco Chanel, and how the brand history influences the consumer-product relationship. Furthermore, the Chanel brand’s desirable bags and AW11 campaign sets the framework for the qualitative hermeneutic data, presented through an image analysis and five interviews.
The possession of luxury products and the proclaimed emotional attachment to a product is discussed and analysed through qualitative semi structured research interviews. In the interviews, the population, selected on the basis of their respective consumption and interest in fashion, are interviewed about their relation to their Chanel bags and how the bags affects them personally. This thesis presents findings, based on qualitative data discharged through the image analysis and subsequent interviews, that suggest that the emotional tie between consumer and product actually concerns the possibility of staging a specific identity. The main motivational factor when buying a luxury item is thus its attached connotations, which can reflect a wished persona.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2016
Number of pages94